Customer Relationship Management (CRM) is an enterprise-wide business strategy directed at attracting, retaining and effectively serving customers to grow up their value over the long term. Because customers differ in their preferences and purchasing habit, and their mobility is enhanced by increasing availability of information, firms invest in technologies that help them gain detailed understanding of their customers, allowing them to know how to respond to customer needs and market products and services more effectively. While the modern CRM strategy is intensive in the use of analytical technologies, the Nigeria supermarket industry still at the first stage of its development phase have largely interacted with customers through personal interaction partly due to the low level of competition for customers, high cost of investment in analytical CRM infrastructure and lack of dynamic capability to integrate technology, people and processes.
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